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If you think of people as making decisions actively, every time we think about the cup of coffee, we say, "How much will I enjoy the cup of coffee, what else could I not do in the future because I buy this cup of coffee?

Dan Ariely
Coffee, Thinking, People
The Big Think Interview, bigthink.com. November 18, 2009.
If you think of people as making decisions actively, every time we think about the cup of coffee, we say, How much will I enjoy the cup of coffee, what else could I not do in the future because I buy this cup of coffee?